The PGA Tour has recently announced the formation of the PGA Tour Creator Council, which will consist of up to 10 top creators in the golf space. This move comes on the heels of the success of the PGA Tour Creator Classic at the Tour Championship in August, which saw 16 creators play the back nine of East Lake Golf Club. The Council currently includes creators such as Bob Does Sports, Bryan Bros Golf, and Paige Spiranac, with two more creators set to be announced at a later time.
Andy Weitz, the PGA Tour’s chief marketing & communications officer, explained that the Creator Council is about the Tour evolving to connect with a new generation of fans who consume content in different ways. The success of the Creator Classic, which aired on multiple platforms including Golf Channel, ESPN+, Peacock, and YouTube, highlighted the potential for integrating content creators into the professional game.
The Creator Council will meet on a monthly basis and in person at least three times a year to discuss collaborative content development, fan engagement, PGA Tour media regulations, and event/broadcast enhancements. The goal is for the Tour to evolve alongside the creators, ensuring that they are accountable for reaching fans and engaging them in new and different ways.
Weitz emphasized that the Tour’s embrace of content creators and influencers is driven by a recognition of the changing preferences of the next generation of fans, as well as the desire to engage directly with players who are younger and more savvy. This move is seen as a way for the Tour to demonstrate its commitment to evolving and engaging with fans in the marketplace.
The PGA Tour’s partnership with content creators and influencers represents a shift towards a more direct and interactive approach to fan engagement. By collaborating with creators who are already reaching a wide audience on platforms like YouTube, the Tour aims to bridge the gap between traditional golf fans and a younger, more tech-savvy demographic.
The success of the PGA Tour Creator Classic and the formation of the Creator Council signal a new era of collaboration and innovation in professional golf. By leveraging the reach and influence of content creators, the Tour hopes to attract new fans, engage existing ones in new ways, and enhance the overall fan experience. This strategy reflects a larger trend in sports marketing towards leveraging digital platforms and influencers to reach a broader and more diverse audience.
